Celebrity chef Jamie Oliver is reviving his mid-market Italian chain Jamie’s Italian in the UK, six years after it collapsed into administration with the loss of hundreds of jobs. The first new restaurant will open in London’s Leicester Square next spring, marking the brand’s return to the British high street after its 2019 demise.
Jamie’s Italian, launched in Oxford in 2008 with Oliver’s mentor Gennaro Contaldo, once had around 40 UK sites before falling victim to high rents, rising costs and tough competition in the casual dining sector. While the UK chain folded, more than 30 international Jamie’s Italian restaurants have continued to operate in 25 countries, and Brava Hospitality Group will now bring the brand back to the UK market.
New partnership, new model
Oliver is partnering with Brava Hospitality Group, the operator behind Prezzo Italian, in a franchise-style deal that sees Brava take the lead on operations and investment. Unlike his previous ownership model, Oliver is not putting his own money into the UK revival, instead focusing on creative direction, menus and brand standards.
Brava’s chief executive James Brown said the group has spent significant time evolving the Jamie’s Italian concept to deliver “world-class Italian dining to the heart of the UK high street.” Ed Loftus, global director of Jamie Oliver Restaurants, described the deal as an “exciting next chapter” that combines one of the world’s most recognised chefs with a strong operator and long-term backing.
Hands-on role for Oliver
Jamie Oliver will take a hands-on role in shaping the relaunched chain, driving the menus, ingredient sourcing, staff training and the overall look and feel of the restaurants. He acknowledged that the current economic climate is challenging, but believes it is the “perfect time” to bring excitement, surprise and delight back to the mid-market dining scene.
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Oliver said: “I will drive the menus, make sure the sourcing is right, the staff training, and ensure the look and feel of the restaurant is brought to life in the right way.”
He also stressed the importance of freshly made, good-value food with a strong kids’ menu, aiming to make eating out feel like a treat that still offers value for money.
